Convincing the Critical. The Importance Of Over-the-counter Drug (OTC) Product PR To OTC Integrated Marketing Communications PDF Download
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Author: Sebastian Schulz
Publisher: GRIN Verlag
ISBN: 3656519625
Category : Business & Economics
Languages : en
Pages : 91
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Book Description
Master's Thesis from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Sehr gut, Coventry University, language: English, abstract: Public Relations ist eine zentrale Chance im Marketing-Mix für OTC-Arzneimittel. Zunehmend kritische Patienten können so von den Vorteilen rezeptfreier Arzneimittel nachhaltig überzeugt werden und Meinungsführerschaften in einer zunehmend online dominierten Medienbranche aufgebaut und gesteuert werden. Diese Masterarbeit überprüft anhand von Leitfadeninterviewa mit Experten der Pharmabranche die Chancen von PR im Rahmen der Marketingkommunikation.
Author: Sebastian Schulz
Publisher: GRIN Verlag
ISBN: 3656519625
Category : Business & Economics
Languages : en
Pages : 91
Get Book Here
Book Description
Master's Thesis from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Sehr gut, Coventry University, language: English, abstract: Public Relations ist eine zentrale Chance im Marketing-Mix für OTC-Arzneimittel. Zunehmend kritische Patienten können so von den Vorteilen rezeptfreier Arzneimittel nachhaltig überzeugt werden und Meinungsführerschaften in einer zunehmend online dominierten Medienbranche aufgebaut und gesteuert werden. Diese Masterarbeit überprüft anhand von Leitfadeninterviewa mit Experten der Pharmabranche die Chancen von PR im Rahmen der Marketingkommunikation.
Author: CMA(Dr.) Ashok Panigrahi
Publisher:
ISBN:
Category :
Languages : en
Pages : 7
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Book Description
Integrated Marketing Communication is a business process or a strategy used to plan, develop, execute for brand communication program or to describe the product to your customers. The advancement of powerful communication mix in pharmaceutical advertising is complex task which identifies the target audience, deciding the correspondence targets, designing a message, choosing method of delivery and collecting feedback. Pharmaceutical promotion is divided in two phases' in-clinic and out-of-clinic which includes information leaflets, samples, gifts and clinical-trails, seminars, camps, advertisement, etc. The paper describes about Marketing mix which includes product mix, price mix and distribution channels. It also differentiates the promotional tools like internet based, Electronic detailing, Personal selling, E-Sampling used synergistically for prescription and OTC drugs while promoting the pharmaceutical products by using Integrated Marketing Strategy. Pharmaceutical industry faces many challenges like regulatory barriers and doctor's non-readiness for prescribing the drug products this can be overcome by convincing doctors by providing them adequate information about the quality of product and advantages over competitor's edge whereas in case of regulatory they must follow the norms led down by the authorities.
Author: T. Blackett
Publisher: Springer
ISBN: 0230522513
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
As governments seek to mitigate the cost of state-subsidised healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution - focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behaviour, access to information, freedom of choice and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the world's leading branding consultancy, provides cutting edge thinking on this area and lessons for anyone involved in brand development and management.
Author: Vasja Roblek
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Pharmaceutical companies have been forced to change their approach to selling over-the-counter medicines (OTC) because of increased pressure on sales margins. The development of Web 2.0, Web 3.0, and social media technologies allow low-cost online marketing, including e-commerce. An organizational adaptation has to cope with the changes in the OTC drug market is required because of the widespread use of the internet and social media. The increased importance of digital media for marketing has convinced the OTC medical industry to include the use of social media in its customer relationship management strategy. Qualitative research on the impact of the internet and social media on the marketing of organizational change management for over-the-counter medicines is based on new-age digital marketing, which is replacing Kotlers 4 Ps of marketing (product, price, place and promotion). This paper has found a high correlation between anchoring theory, data analysis, and theoretical returns that accrue by linking research findings, practical initiatives, and internet and social media operating guidelines in the pharmaceutical industry.
Author: Kanupriya Adlakha
Publisher: LAP Lambert Academic Publishing
ISBN: 9783659758584
Category :
Languages : en
Pages : 96
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Book Description
The consumer buying behavior is very important for any product that consumers' purchase on their own.In recent times there has been an increase in the number of over the counter medicines available in the market.The prescription based drugs are entirely dependent on the doctor detailing.Over the counters are slowly gaining momentum with the consumer.Due to this preference of people towards self medication becoming stronger, hence comes a need for identifying what factors are leading to a shift from prescription to self medication(over the counter drug segment)and also identifying the buying behavior of the consumers with over the counter medicines.The study also aims at identifying the buying behavior of consumer with respect to OTC's.The study is supplemented with certain hypothesis tests on the relationship shared by various independent attributes, to determine the factors influencing behaviors along with divulging the unmet needs of the consumers in the segment.The study has found that the key factors influencing purchase decision of OTC's are the side effects for the medicines, the availability, the information on the labels, brand name etc
Author: Michael Debrincat
Publisher: diplom.de
ISBN: 395489727X
Category : Medical
Languages : en
Pages : 99
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Book Description
This book tries to determine patients’ perspectives regarding OTC medication, analyses incidence of irresponsible medication, and shows reasons for predisposing factors as well. Three quarter of the participants in this study were knowledgeable about the potential for abuse of some OTC drugs and most named analgesics as the most liable for abuse. Almost one third of the participants came across cases of OTC abuse. Participants were positive towards the health care being provided by their local pharmacy. They felt that pharmacists play an important role in providing advice on OTC medicines use. The OTC drug abuse problem needs to be tackled urgently as shown by the number of participants witnessing such abuse. Patients with higher managerial, administrative and professional occupations were more likely to follow the directions on the packet. Patients with manual occupations were more likely to seek the advice of a pharmacist rather than a doctor if a given OTC product did not work within a recommended time period.
Author: Marian Segal
Publisher:
ISBN:
Category : Drugs
Languages : en
Pages : 4
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Book Description
Author: Priyanka S. Potnis
Publisher:
ISBN:
Category :
Languages : en
Pages : 92
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Book Description
Over-the-counter (OTC) drugs are one of the most important and easily available public health aids for the treatment of common conditions or symptomatic relief. Although there are different means of providing the consumers with drug information, advertising seems to be one of the best ways and a powerful method of broadcasting information. Numerous changes have occurred in pharmaceutical advertising in recent times. This research is conducted with the intention of exploring the advertising of OTC drugs from the point of view of pharmacists. The purpose of this study was to evaluate various aspects of pharmacists' perceptions of over the counter drug advertising. This was a cross sectional exploratory study design. Pharmacists were provided with a survey to identify their perceptions about OTC drug advertising. Data was obtained from 292 pharmacists licensed in the state of Ohio, registered under the Ohio State Board of Pharmacy, practicing within the state of Ohio and working in a community pharmacy setting. Construct validity and reliability of the questionnaire were tested using Rasch measurements. Descriptive statistics and Chi-Square Tests for Independence were generated to study the relationship between measures for each of the research questions and the demographics & miscellaneous variables. A large number of the surveyed pharmacists (81.5%) were found to have negative attitude towards OTC drug advertising. A majority of the pharmacists (84%) believed that it has a great effect on the patients and the patients are highly influenced by OTC drug advertisements (90%). However, 91% of the pharmacists agreed that their choice of the drugs was not impacted much. An equal distribution was seen among pharmacists who thought over-the-counter drug advertising improves and those who thought that it does not improve patient-pharmacist interactions. Results of the chi-square test indicated a significant difference between the impact of over-the-counter drug advertising on pharmacists' choice of drugs based on gender X2(1, N = 292) = 12.58, p
Author: Gabriella Farkas
Publisher:
ISBN:
Category :
Languages : en
Pages : 87
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Book Description
The OTC (over-the-counter) pharmaceutical industry is an ever-expanding field where significant investments are made to enhance marketing and sales performance. The buyer of an OTC drug is not only a mere customer but is also a patients with certain health conditions. This significance of the OTC drug creates a sense of urgency not only to buy a product, but to treat an ailment. Therefore, targeting consumer preferences and understanding the purchasing intention consumers have when buying OTC drugs if of increased importance. The objective of this thesis is to discover and analyse the most significant factors that influence the consumer behaviour of OTC drugs and alter purchasing intention. Moreover, the implementation of Ajzens Theory of planned behaviour is reflected on the research by establishing a hierarchical structure regarding whether attitude, subjective norms or perceived behavioural control has the most influence on purchasing intention. To obtain feasible answers for the thesis objectives, an empirical research design was set up through a quantitative study and an online questionnaire. The findings of the empirical research suggest that attitude has the most influence on purchasing intention that is also statistically significant. Attitude is followed by subjective norms. Perceived behavioural control does not have a statistically significant influence on purchasing intention. The findings of the literature review suggest that other factors such as price, past experience and perceived trust towards the pharmaceutical brand also contributes to altering purchasing intentions. These results might have certain implications for marketers to properly assess consumer preferences and target them accordingly whilst satisfying patient needs. Moreover, actors of the pharmaceutical industry can benefit through obtaining first-hand consumer insights and apprehensions when buying their products. In addition, consumers can also gain an elaborate understanding on their
Author: United States. Federal Trade Commission
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 320
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Book Description
